Preparation is a vital element to successfully handle any project, event, or anniversary. When it comes to the future, how can you get ready for something when you’re not sure what that something might be? Especially as the speed of change in the digital marketing world continues to accelerate, it can be difficult to predict what the landscape will look like in a decade’s time.
So, how can you adjust for the future of digital marketing, now?
First of all, you need a healthy 20/20 perspective (learn how to achieve this
here). Once you have this perspective, here are some ways to help you put it
Be beta than the rest
You can gain a competitive edge by gaining early access to new software before
it hits the masses. Beta programs give you the time to get familiar with the
functionality and form strategies before the rest of the industry – keeping you
ahead of the curve.
Major platforms such as Google, YouTube and Facebook release beta programs that
can impact marketing efforts. Yes, you may deal with glitches since you’re
helping the platform test the software. However, they usually perform very well
from the get-go and can be further improved with your feedback.
You can gain access by researching what’s available and signing up for access to
Run internal workshops
Great work and innovation are often the result of collaboration. We’re not so
much talking about external collaborations like GoPro and Red Bull. We’re
talking about the everyday collaborations that happen within businesses that
make them successful. Bringing minds together helps create, mold and challenge
ideas and beliefs. It also helps businesses brainstorm solutions to current or
future issues. For these reasons, running a collaborative workshop is an
effective way to bring people together to identify problems, solutions, and
Read about upcoming technological advances
No doubt you’re subscribed to a number of industry e-newsletters, blogs and
trade journals. However, do any of those discuss technological advances before
they become mainstream?
These types of sources are important for two reasons:
Digital marketing is strongly influenced by technology. Knowing the next
technological innovation in the making can give you the time to start thinking
about how you can incorporate it into your marketing activities so that when it
comes out, you’ll be one of the first off the mark.
Many industry news sources report on new technologies just before, or during the
week, they launch. By the time you’ve learned about it and included it into your
marketing strategy, it’s no longer new and you’ve lost the chance to turn it
into a competitive advantage.
Two sources we like to follow are Stratechery by Ben Thompson and The Interface
by Casey Newton. Both of these sites discuss new technologies being developed as
well as the influence certain technology has on society and vice versa.
Being proactive about the future and finding new ways to create more growth for
your business is a key differentiator between the organizations that make it and
those who don’t. If you’re concerned about how future-proof your marketing
efforts are, feel free to chat with us.